Title: Japan Market Update 2006 Jason Hill, Tourism New Zealand Regional Manager, Japan
1Japan Market Update 2006Jason Hill, Tourism
New Zealand Regional Manager, Japan
2Japan Arrivals to NZ since 1980
3Arrivals by Month (2005/6)
4Where are Japanese travellers going?
Japanese visitors by destination 2005
5Travel Arrangements overseas Over Age 20
35.1
20.7
27.9
22.7
35.0
27.5
39.2
18.7
26.9
43.7
22.0
22.1
23.1
42.1
22.1
6How do we compare?
7How do we compare? Total Market Share
0.89
8Market by Age
Year end August 06
9Perceptions of New Zealand in Japan
- Naïve about NZ as a holiday destination
- Imagery is more agricultural than other markets
- Perceive NZ as a land of gentle nature/ boring
- I can go to New Zealand when I am older
Source Tourism New Zealand Perceptions Research
2005
10Perceptions of New Zealand in Japan after they
have visited
- Invigorating experience
- Gives visitors a sense of accomplishment and
freedom - Offers opportunities to recharge and be
comfortable - Makes you feel like you belong / feel connected
to - Surprised that New Zealand had four distinct
seasons
Source Tourism New Zealand Perceptions Research
2005
11How do we compare?
Most desired destination
1999 15th 2000 10th
Source JTB Report, JTB Tourism Marketing
12- Other facts and figures
- year end August down 11 - 143, 391
- Japan GDP annual growth rate 1 latest quarter
- Current exchange rate 77.15yen1 Sept 28 06 NZ
Reserve Bank - Unemployment in Japan decreasing (4.1)
- Total Japanese outbound 2006 exp 18 million
- New Prime Minister Abe
13What has TNZ done since JMF in May
- Strategy focus on Baby Boomers, Silver, S.W.A.F.
- More informative advertising campaign launched
- Product development with key trade partners
- Secured major TV coverage with DASH (Tokio)
- Stronger alliance with Air NZ
- Increased communication with all trade sectors
- Consumer event in Tokyo
- Successful JATA event
142006 Japan Team from 1 June
Regional Manager Jason Hill
Office/ Information Manager Motoko Uchida
Marketing Manager Setsuko Yajima
PR Manager Yumiko Nakayama
Trade Development Manager Naoki Inohiza
Business Development Manager- TYO Kenya Irie
Business Development Manager- OSA / NAG Ayako
Takei
Marketing Projects Manager Nathan Cook
Marketing Coordinator Noriko Yokoo
PR Coordinator Akiko Takahashi
- Campaign
- Brand tactical
- On-line promotion
- Consumer Events
- Trade Marketing
- Tactical Promotions
- Trade Events
- Trade Famils
15Advertising Campaign 2006/7
- Asahi, Yomiuri newspapers Oct/Nov January
- Magazines
- - Katei Gaho
- - Nikkei Business
- - Nikkei Woman
- - With
- - Croissant
- - Crea
- - President
- - Bungei Shunju
- - Inflight magazines, Agora, Skyward
- Website
- - Yahoo Japan special feature site
- - Goo
16New Advertising